Handbook of Research on Gender and Marketing by Susan Dobscha (English) Hardcove

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Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.

FORMATHardcover LANGUAGEEnglish CONDITIONBrand New Publisher Description

Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.This Handbook's main objective is to provide a roadmap through the complicated terrain of gender as it pertains to marketing and consumer behavior. The author also highlights that the study of gender is not restricted to certain theories, methods, or approaches. The unifying conclusion is that the study of gender is an important topic that has not received the attention it deserves within the marketing discipline; and attention to gender is crucial now more than ever.This book will give marketing scholars the guidance they need to incorporate the topic of gender into their research by highlighting the current conversations that are taking place in the field of marketing, and more importantly by illuminating the gap in which more scholarship is necessary to increase our understanding of gender complexities. Contributors include: J. Brace-Govan, J. Coffin, C. Coleman, S. Dobscha, J. Drenten, S. Dunnett, C.A. Eichert, S. Ferguson, L. Gurrieri, R.L. Harrison, W. Hein, G.H. Knudsen, J. Littlefield, P. Maclaran, A.-I. Nolke, S. O'Donohoe, J. Ostberg, N.J. Pendarvis, A.S. Rome, M. Sanghvi, K.C. Sredl, L. Steinfield, L. Stevens, L. Walther, M. Zawisza, L.T. Zayer

Author Biography

Edited by Susan Dobscha, Professor of Marketing, Bentley University, US

Table of Contents

Contents:IntroductionSusan Dobscha1. A Psychological Perspective on Gendered Advertising: Content, Effectiveness, and EffectsMagdalena Zawisza2. Video Gaming As A Gendered PursuitJenna Drenten, Robert L. Harrison and Nicholas J. Pendarvis3. Gender East and West: Transnational Gender Theory and Global Marketing ResearchKatherine C. Sredl4. Gender and Sexed Bodies: Embodiment, Corporeality, Physical Mastery and the GazeJan Brace-Govan and Shelagh Ferguson5. The hashtaggable body: Negotiating gender performance in social mediaLauren Gurrieri and Jenna Drenten6. Patriarchal Myths Debunked: Applying a Dialectic of Extremes to Women's Erotic ConsumptionLuciana Walther7. Critical consumers – discourses of women, sexuality, and objectificationGry Hongsmark Knudsen8. The TCR Perspective of Gender: Moving from Critical Theory to an Activism-Praxis OrientationLaurel Steinfield, Jon Littlefield, Wendy Hein, Catherine Coleman and Linda Tuncay Zayer9. No More Mister Mom: Masculinity And ConsumptionJacob Ostberg10. Thinking Through Feminist Theorising: Poststructuralist Feminism, Ecofeminism, and IntersectionalityPauline Maclaran and Lorna Stevens11. Rethinking Feminist WavesAlexandra S. Rome, Stephanie O'Donohoe and Susan Dunnett12. Toward (and Beyond) LGBTQ+ Studies in Marketing and Consumer ResearchJack Coffin, Christian A. Eichert and Ana-Isabel Nolke13. Gender and Intersectionality in Political MarketingMinita SanghviIndex

Review

'The Handbook of Research on Gender and Marketing is a timely volume that effectively updates and extends conversations on feminism, gender, gendered marketspaces, and the practices of consumers therein. Appropriately, this volume challenges some taken for granted understandings that may be hampering our understanding of gender(s), and some taboos that can prevent us from discussing critical issues that matter to people of varied genders. I encourage scholars in this arena to take the time to read this volume cover to cover.'--Eileen M. Fischer, York University, Canada'Being a woman who has now lived through several versions of feminism, gender studies and marketing, I am very happy to see that scholars continue to re-think and expand their notions of how gender affects marketing - and life generally. This has been a long, difficult and at times also fun and gratifying road to be on. The eclectic mix of topics and perspectives in the present volume help us get a better grasp of the ''now'' of gender.'--Elizabeth C. Hirschman, The University of Virginia's College at Wise, US

Review Quote

'Being a woman who has now lived through several versions of feminism, gender studies and marketing, I am very happy to see that scholars continue to re-think and expand their notions of how gender affects marketing - and life generally. This has been a long, difficult and at times also fun and gratifying road to be on. The eclectic mix of topics and perspectives in the present volume help us get a better grasp of the "now" of gender.'

Details ISBN1788115376 Pages 352 Language English Year 2019 ISBN-10 1788115376 ISBN-13 9781788115377 Format Hardcover Publication Date 2019-02-22 DEWEY 658.80081 Publisher Edward Elgar Publishing Ltd Series Research Handbooks in Business and Management series Imprint Edward Elgar Publishing Ltd Place of Publication Cheltenham Country of Publication United Kingdom AU Release Date 2019-02-22 NZ Release Date 2019-02-22 UK Release Date 2019-02-22 Author Susan Dobscha Edited by Susan Dobscha Audience Professional & Vocational We've got this

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